00:36:24 · John Coogan, Alex Hormozi, Jordi Hays
[00:36:24] S0: Yeah. [00:36:24] S3: But in terms of, like, where I work, it's almost all how do I how do I eliminate every sense of distraction for me personally. And so it's like, don't have windows. Some people like having windows. I don't think anything wrong with that. For me, it's like, I need no stimulation because I'm I'm very distractible. And so I have to have like, I earplugs in, no light, all artificial. I have, like, soundproof, like, you know, like, I want nothing. Yeah. And then I can finally focus on what trying to work on. [00:36:50] S0: Yeah. Can we go back to the early YouTube days on the latest channel? I think 2020 Mhmm. In that closet. We both launched YouTube channels around the same time, and we were talking about this. You come you completely smoked me. Yeah. It was insane. [00:37:07] S1: Is, you know, obviously pretty good at media and but and was like the the his channel was like just following his interests like Silicon Valley history. The the execution was like by all means amazing. I got to like half a million subscribers. [00:37:19] S0: I treated like a blog. You treated like a business. [00:37:21] S1: Yeah. Yeah. And it was [00:37:22] S3: like but [00:37:22] S1: it was this much smaller TAM. Yep. And like, when you compare the two channels and like your strategy, the execution
00:37:22 · Jordi Hays, John Coogan
[00:37:22] S1: it was this much smaller TAM. Yep. And like, when you compare the two channels and like your strategy, the execution [00:37:28] S0: difference was like Yeah. Was just like me and like I had one remote editor for years, and I was, like, not monetizing, not really thinking about it as a business. But I'm interested to know on day one of of that YouTube channel, because I know you've done media stuff before, but, like, the the the the the current media business Mhmm. What was the team like? What was the strategy? How much time were you putting into it? Because I know you had exited some businesses. You had some space Yeah. To breathe, but how serious were and then what was the evolution of that? I'll walk you through Please.
00:37:28 · John Coogan, Alex Hormozi, Jordi Hays
[00:37:28] S0: difference was like Yeah. Was just like me and like I had one remote editor for years, and I was, like, not monetizing, not really thinking about it as a business. But I'm interested to know on day one of of that YouTube channel, because I know you've done media stuff before, but, like, the the the the the current media business Mhmm. What was the team like? What was the strategy? How much time were you putting into it? Because I know you had exited some businesses. You had some space Yeah. To breathe, but how serious were and then what was the evolution of that? I'll walk you through Please. [00:37:58] S3: As fast as I can. So the first thing was I found any media editor, like an agency, and they're like, three YouTube videos a week is what we do. And I was like, alright. Then that's what I'll do. Okay. And so I just webcammed. Yeah. Like, and I had a little suitcase that would open up so I could travel because Leila Leila and I were traveling for the year Yeah. The sale. And so that's what I did. Wherever we were, was like, open up. And then because at that time, didn't have really any work. So I had all these thoughts that I was like, oh, I'm just gonna get them. I'm gonna dump them all out. And so that's basically what YouTube strategy one point o was. Yeah. I had somebody cold reach out, like legit Yeah. To when right as short started, they were like, I'll do everything. You already have YouTube stuff. I'm just gonna clip it. Just give me permission. Yep. And I was like [00:38:38] S1: Oh, cool. [00:38:39] S3: That's amazing. So that's
00:38:39 · Alex Hormozi, Jordi Hays, John Coogan
[00:38:39] S3: That's amazing. So that's [00:38:40] S1: You accidentally started clipping. [00:38:41] S3: A 100%. And so that was like, we were really early on shorts. [00:38:44] S0: So good. [00:38:44] S3: And then as soon as he did a pretty good job, he's like, you know, if I actually recorded you doing these, they'd do even better. And I was like, fine. But I only wanna do one day a quarter. And he was like, fine. So he'd fly out for one day, and we do a 100 shorts in one sitting. 100%. I would just do a 100 that that kind of style of filming and recording is pretty much how I still kinda rock that way, which is like, I want I prefer marathon day. Like, I'd rather just start at, you know, six and then just rock until every ounce of juice is gone, and then it's like, great. [00:39:09] S0: Yeah. We'll do it again in a week or whatever. [00:39:11] S1: Yeah. We're sort of like that marathon every day. [00:39:14] S0: Yeah. Yeah. Mean, one of my one of my questions is like, what goes into a two hour YouTube video? Because you'll do these, like, master classes two hours, and I'm like, that is insane. And then I'm like, I do three hours every day. So, like, now it's become more possible, but I imagine that there's lots [00:39:27] S1: of But the but the three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. Probably wanna eat some food.
00:39:27 · Jordi Hays, John Coogan, Alex Hormozi
[00:39:27] S1: of But the but the three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. Probably wanna eat some food. [00:39:36] S0: Yeah. And and this show is much less structured. But when you're when you're thinking about, like, the portfolio, like Yeah. You the volume is just incredibly important to everything in media these days. You agree with that? [00:39:48] S3: Oh, a 100%. Where Volume negates luck. Volume negates negates answer. Yeah. That's like on our wall at HQ. [00:39:55] S0: Yeah. What formats are you most excited about for 2026, 2027? [00:40:00] S3: Live interactive. Okay. Separate and together. Okay. So just going live, like, with the audience, Twitch style Yep. YouTube live style. [00:40:07] S0: And that was the book launch strategy. Right? Was that your first taste? You've done live before. [00:40:10] S3: No. I've done lives before, but that was obviously, you know, And then, and then interactive, which is not like, sure, there's chat interactive, but, like, how do I bring the audience in so that we can talk? That's where you see the, first, it was cash cows, now it's scale or fail, [00:40:24] S0: which is
00:40:24 · John Coogan, Alex Hormozi, Jordi Hays
[00:40:24] S0: which is [00:40:24] S3: the show we just launched. And we're doing we're doubling down really hard on that because if you think in the world of AI, it's like, are the things that can't be faked? Yeah. It's peep you know, like, I want stakes. Yeah. So for example, like, mister beast store videos, if it was not a real $5,000,000 or not a real Lamborghini, the stakes disappear. Now to be fair, there's for sure other like, a fictional story, the whole thing we know is fake and we're fine with it, and the story is the story and AI will crush that. Yeah. But people still want stakes. Like, right now, chess is more popular than it's ever been, but, like, humans haven't been able to beat computers for a long time. [00:40:55] S1: Yeah. [00:40:55] S3: And so there are definitely these some areas where we want the drama, we want the stakes. And so I don't think that's gonna change at all. [00:41:01] S0: I love the series that you've been doing with entrepreneurs that attend conference. They stand up. They give you the it's so so good. I I just love all those [00:41:10] S3: Live interactive. [00:41:11] S0: Live interactive. [00:41:12] S3: 100%.